THE POP UP STORY

What began as a casual conversation between two friends soon transformed into a profitable, passion-led venture.

Founded by Simran and Rashi, two entrepreneurs from Mumbai, India, The Pop Up Story (TPUS) was born with one clear vision, to redefine the pop-up shopping experience through thoughtful curation, luxury-led experiences, and meaningful brand storytelling.

ABOUT THE POP UP STORY

At its core, The Pop Up Story is a curated shopping experience that brings together a carefully handpicked selection of 20–25 brands across fashion, accessories, fine jewellery, beauty, home décor and lifestyle.

Each edit is conceptualised to function like a modern concept store, where every brand retains its individuality while seamlessly fitting into a cohesive, elevated experience. Our focus lies in offering versatility, quality craftsmanship, strong design sensibilities, and accessible luxury price points to a highly targeted audience.

At TPUS, we go beyond providing space — we curate end-to-end experiences for homegrown and international brands by bringing in the right audience, ensuring strong engagement and consistent sales.

OUR JOURNEY

TPUS has successfully curated multiple back-to-back edits across exclusive members-only clubs and elite restaurants in Mumbai, Bangalore and Dubai.

Over the years, we have collaborated with Indian, international, and celebrity-owned brands, including :

● House Of Masaba, Pernia’s Pop Up Shop

● European brands via AISPI : Lalingi, Marzook, Rosantica

● Soezi, founded by Sonakshi Sinha

● Why Labs, owned by Seema Sajdeh (Bollywood Wives) Renowned Pakistani designers like Sania Maskatiya, Sana Safinaz, Hussain Rehar, Suffuse, Maliha

Through these collaborations, TPUS has carved a distinct niche in the pop-up and exhibition space.

Having set the benchmark with two successful Dubai edits, TPUS now returns for its third and most anticipated showcase : A Pre-Ramadan Edit.

WHAT TO EXPECT

The Pre-Ramadan Edit brings together fresh, distinctive brands from across India and the globe, thoughtfully curated for the Dubai shopper.

From:

● Occasion & party wear

● Modest wear, abayas & kaftans

● Workwear & everyday essentials

● Resort & holiday wear

● Skincare, beauty & home décor

This edit promises a well-rounded, elevated shopping experience.

Shoppers can also look forward to celebrity-favourite brands making their Dubai debut at this edition.

BRANDS TO LOOK OUT FOR

Our co-founders have spent the past year deep-diving into the global fashion space to curate a lineup that truly stands out :

• Duchess Kumari

Founded by celebrity Adhyayan Suman, the brand designs timeless, elegant, and modest silhouettes for powerful women across the globe, with a strong focus on craftsmanship and detail.

• Zabella

A fashion-forward brand offering elevated occasion wear through comfortable fabrics and clean, contemporary silhouettes.

• Farah Talib Aziz | Suffuse | Ansab Jahangir

Cult-favourite Pakistani designers known for statement prints, intricate embroideries, and designs that balance modern aesthetics with modest sensibilities.

• Mohammad Mazhar

A unique amalgamation of one-of-a-kind modern styles with traditional craftsmanship, celebrating Indian cultural heritage. Each piece highlights local artisanal skills, often featuring intricate embroidery and storytelling.

• Daga Accessories

Quirky, tasteful jewellery that doubles as perfect gifting options. Shoppers can also customize pieces live at the pop-up.

• Studio Picante

A contemporary fashion house defined by its emphasis on refined silhouettes, considered design, and quiet strength. Focused on quality craftsmanship, subtle detailing, and a modern Indian undertone, each collection reflects a quiet sophistication.

• Jameela

An abaya brand empowering women to embrace faith with confidence through beautifully designed silhouettes.

• Rays of Sunshine & Luar Beauty

Innovative beauty brands offering niche categories like press-on nails and custom foundations.

OUR CURATION PHILOSOPHY

At TPUS, our brand lineup is the true essence of our identity.

Each brand is carefully selected to ensure :

● No overlap in product categories

● Maximum visibility and monopoly for every brand

● A seamless yet diverse shopping journey

Our Dubai edit also features a special mix of local Dubai brands, Lebanese designers, modest wear labels, and Indian brands curated specifically for the city’s fashion sensibilities.

MARKETING & REACH

We strongly believe in organic engagement and have successfully promoted previous Dubai edits through :

● Influencer & blogger collaborations

● PR boxes

● On-ground activations

● Content with real shoppers

These efforts have resulted in strong footfall, engagement, and sales, a strategy we plan to amplify further for this edition.

LOOKING AHEAD

With each edit, The Pop Up Story continues to expand its reach, elevate its experiences, and strengthen its global presence.

Our vision is clear, to make TPUS a must-visit fashion destination, not just in Dubai, but across international markets.

FOUNDERS NOTE

After almost a decade of working in styling and marketing respectively, we both definitely realized the gap between online brands and a physical reach. Our goal at TPUS was to bring to light the essence of homegrown brands that offer so much more in every sense. We want to curate luxe experiences for consumers/shoppers in a well defined setup.

The aim will always be to bring a selection of the best brands, all under one roof for a day of seamless shopping and nothing more.

It's been humbling to see the response that we've received in our first ever Dubai edit and we can't wait to unveil all that we have planned for the upcoming ones.

We have come across some of the most interesting brands and designers and will continue to navigate our way through many such edits with the sole goal of curating unique shopping experiences for many like minded shoppers like us!

For more information, visit us at : The Pop Up Story